Perfume has ceased to be the final gesture of a beauty routine and has become an important part of how we want to be identified. It is no longer only about finding a fragrance we like, but about building around it an entire ritual in which that aroma accompanies us for longer through products with matching or similar notes that amplify it. A new way of understanding perfumery that social networks have dubbed as ‘smellmaxxing’.
A new trend that brings to the maximum expression the desire to smell good and to identify ourselves with specific aromatic notes. However, the phenomenon goes far beyond spraying perfume in larger quantities, since doing so will not make the fragrance last longer or have a greater trail. ‘Smellmaxxing’ proposes optimizing every step of the olfactory ritual, signaling the aroma and turning it into part of our essence and in how we want to be recognized.
The Olfactory Ritual
With perfumery in a moment of growth, around it an authentic movement of trends has emerged on social networks that go viral, and among them sits ‘smellmaxxing’, but what does it really consist of? ‘Smellmaxxing is a trend born on social media that consists of optimizing to the maximum how you smell, from hygiene and body care to the selection and combination of perfumes. The idea is to make your personal scent as recognizable and long-lasting as possible,’ explains Miguel Bartolomé, fragrance expert and head of communications and marketing at Isolée.
The virality of this concept also responds to a shift in how personal image and personal care are understood. “It’s not just about how you look anymore, but also how you smell. And, of course, it’s not enough to just do it: you have to share it on social media,” the expert says. For Edén Montoya, a content creator and fragrance expert (also known as fragtokers), the phenomenon consists precisely of taking body care one step further. “It’s not just about showering and applying a perfume, but about taking care of all those small details that make your aroma last longer and be perceived better, such as exfoliating the skin, keeping it well hydrated, or combining products that complement each other.” In short, it’s about elevating the act of perfuming to a complete experience, which Bartolomé concludes by saying that “we want to tell our story.”
Hydration Is Fundamental
How we prepare our skin is also essential to apply the ‘smellmaxxing’ technique. Miguel Bartolomé of Isolée mentions that “when the skin is very dry, the fragrance tends to have more difficulty staying for a long time. Hydrated skin provides a much more favorable surface for the perfume to adhere and evolve.” That is why applying a fragrance-free body cream before the fragrance can help to prolong its presence. Another option is to use products from the same olfactory line. On this, the expert adds that “if you already incorporate the body line of your favorite perfume: top marks.”
In this case, the creator Edén Montoya takes this idea one step further and bets on creating genuine layers of aroma. “If I am going to use a fragrance with strawberry notes, for example, I try to ensure that the shower gel, the body cream, the oil, or even the mist have similar scents or blend well. By creating these layers, the perfume integrates better into the skin and gives the impression that the aroma is born from the inside out.” Another way to apply the ‘smellmaxxing’ without having to resort to a complete line since some fragrances do not have one.
Layering, the Art of Creating Your Own Scent
Precisely this pursuit of customization explains the rise of ‘layering,’ another viral technique that consists of combining different fragrances to achieve a unique result. “As we know, this technique consists of combining two or more fragrances to create something different and, above all, more personal,” notes Miguel Bartolomé, who acknowledges that it is a fun practice, though not without risk. The professional believes its rise stems from wanting “fragrances that speak of us,” and that we are in the “boom of author perfumery versus mass market proposals.” That said, he warns: “I don’t recommend grabbing five perfumes and spraying them all at once. That isn’t layering, that’s a mess.”
In light of this, Bartolomé recommends seeking points of connection between aromas, “for example, a citrus note with a musk, a vanilla with a wood, a floral with something amber… And always test first on the skin.” This is where Edén Montoya agrees, as more and more brands develop products designed specifically to be combined with one another. “In the end, it’s about finding combinations that complement and enhance the result, not mixing perfumes at random.”
Common Myths
Although one of the unspoken rules of ‘smellmaxxing’ seems to be maximizing the presence of the aroma, doing so does not necessarily mean spraying perfume without limit. This is one of the main mistakes pointed out by Bartolomé of Isolée, who notes that “another error is thinking that more quantity means more duration. Not necessarily. Spraying yourself with ten sprays will make you smell very strong at first, but it does not mean it will last ten times longer.” There are also small gestures that can work against the duration and evolution of a fragrance. One of the most common is rubbing it after applying, especially on the wrists. “Spray and leave it alone. The perfume does not need to be massaged,” the professional points out.
How we store our perfume also affects its duration more than we think. The bathroom, even though it is the most convenient place to have all beauty products at hand, is not the best environment to store a perfume. On this, Miguel Bartolomé considers that “we should seek a cool, dry, and dark place, away from direct light, heat, and sudden temperature changes. The bathroom, as much as we like to have everything at hand, is not exactly the best place for a perfume.” In Edén Montoya’s case, the expert notes that some people spray perfumes from very far away “when the ideal is to do it at an appropriate distance so that it reaches the skin properly.” In her personal experience, she prefers “to apply it behind the neck, on the wrists, even behind the knees and, if the perfume allows and does not stain, also a little on clothing or on a hair tie.” Montoya concludes that “the aroma lasts longer and leaves a much nicer trail.”
The Perfume Market Is Changing
Beyond its virality and popularity, ‘smellmaxxing’ is part of a broader shift in the market. The consumer no longer seeks a single perfume to represent them in any circumstance, but wants to build a true olfactory wardrobe. In line with this, Bartolomé states that this “seeks different perfumes for different moments, creating authentic olfactory wardrobes.” Added to this is the growth of niche and author perfumery, driven largely by social networks, which have brought ingredients, perfumers, and specialized brands closer to a much wider audience. The change also affects traditional rules of the category. “Labels matter less, perfumes are no longer for men or women, day or night. Perfumery is increasingly becoming a form of personal expression, leaving molds behind,” says the professional.
And if we focus on the olfactory trends that define the moment, we find ourselves at the height of gourmand fragrances, joined by a public that also seeks “enveloping aromas that aim to generate a comforting sensation and, above all, leave a recognizable trail.” In short, the virality of ‘smellmaxxing’ goes hand in hand with the need to feel represented through scent. This is where both experts agree. Miguel Bartolomé summarizes it as: “People want to know what they’re wearing, who created it, and what story lies behind it, so they can tell their own story.” While Edén Montoya adds: “I always say that a perfume is a memory. Even before we see a person, we often smell them, and that aroma can make us remember them forever. I think that’s why we increasingly seek fragrances with more personality, that represent us and leave a mark on those around us.”
